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Tuesday, 3/24/15 @ 1PM ET/ 10AM PT

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Tuesday, 3/24/15 @ 1PM ET/ 10AM PT


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We drive revenue. Not just clicks and traffic. / About Webmarketing123 Paid Search SEO Content Creation Website Design


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On the Agenda


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Before, Now, prospects needed to talk to sales. the last thing they do is talk to sales. / SEO Explained for the CXO 67% of the new buyer’s journey happens online. The funnel has shifted. Source: SiriusDecsions


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/ SEO Explained for the CXO That means marketers carry the burden. Modern marketers are responsible for over 2/3 of the sales funnel.


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/ SEO Explained for the CXO The new B2B buyer might surprise you. Business purchase decision makers are younger and native to digital.


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/ SEO Explained for the CXO The new B2B buyer might surprise you. Marketing to the C-Suite is not as critical.


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/ SEO Explained for the CXO The new B2B buyer might surprise you. Cross-device fluency is key. 42% use mobile during the purchasing process. Source: Google/Millward Brown Digital, B2B Path to Purchase Study, 2014.


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71% of business purchase decisions start with a search engine. Source: Google/Millward Brown Digital, B2B Path to Purchase Study, 2014. / SEO Explained for the CXO Search is the best place to start.


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On average, B2B researchers do 12 searches before engaging on a brand’s site. / SEO Explained for the CXO Search is the best place to start.


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On the Agenda


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First, calculate your search opportunity. Know your digital conversion funnel to quantify this / Master Modern Inbound Marketing % of website visitors that become leads. % of leads that are qualified. % qualified leads that result in closed deals. Average closed deal size. Monthly search volume % of searchers that visit your website.


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Acquire leads. Nurture leads. Sell leads.. 1 Fuel search with great content. Effective content is the backbone of modern SEO. / Master Modern Inbound Marketing


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1 Awareness Evaluation Purchase Educate prospects on the value of your product & foster thought leadership. Build the business case for why the prospect needs to invest in your product or service. Give the prospect a reason to choose you over your competitors. “The Definitive Guide to Display Advertising” “Why our Strategy is Better than the Other Guys” “How to Close More Deals via Digital Demand Gen” Repurpose Content Segment & Nurture Get Sales Involved! Create and optimize content for each stage of the buyer’s journey. Fuel search with great content. / Master Modern Inbound Marketing


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2 What keywords would a prospect search at each stage of the funnel? Keyword strategy still matters. Awareness Evaluation Purchase Educate prospects on the value of your product & foster thought leadership. Build the business case for why the prospect needs to invest in your product or service. Give the prospect a reason to choose you over your competitors. “The Definitive Guide to Display Advertising” “Why our Strategy is Better than the Other Guys” “How to Close More Deals via Digital Demand Gen” Repurpose Content Segment & Nurture Get Sales Involved! / Master Modern Inbound Marketing


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2 Capture the right leads and direct them to your most relevant landing page. Keyword strategy still matters. You must have a keyword mapping doc! / Master Modern Inbound Marketing


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2 Don’t make the mistake of optimizing for internal jargon! Keyword strategy still matters. A Google search for “laptop” delivers this. A search for “notebook” delivers this. For Example: / Master Modern Inbound Marketing


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For example, do NOT do this! Source: Codemakit.com 2 Keyword strategy still matters. Don’t go overboard with keywords. / Master Modern Inbound Marketing


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Search engines use Latent Semantic Indexing to determine whether it’s valuable, relevant content or spam. 2 Keyword strategy still matters. / Master Modern Inbound Marketing Instead, content should contain the keyword you’d like to rank for and related keywords.


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3 It’s easy to get lost in data. Measure the right metrics. Organic Visits Jan. Feb. Mar. % of Keywords on Page 1 Nearly 20% of marketers still rely on “website traffic” to measure success. 2015 State of Digital Marketing / Master Modern Inbound Marketing


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$ $ Sales Pipeline Opportunity Closed Won Revenue Organic traffic volume. Clickthrough rate of preferred landing pages. Organic keyword theme ranking. These SEO metrics are essential. ? ? ? Conversion volume and CVR. ? But, take it a step further to measure ROI. / Master Modern Inbound Marketing 3 Measure the right metrics. $ Sales Contribution by Landing Page


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Ultimately, your SEO reporting should look more like this: / Master Modern Inbound Marketing 3 Measure the right metrics.


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Make a team to-do list based on the following questions: Are you keeping up with SEO? / Master Modern Inbound Marketing 1 Do we have a target keyword list? When’s the last time it was updated? 2 How are we doing compared to our competitors? 3 Have we segmented keywords by stage of the buyer’s journey? Do we have content/offers to match? 4 Is there an opportunity to convert on every page of our website?


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On the Agenda


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Here’s why you can’t afford to measure leads alone. Optimize search for revenue. / Fine Tune the Conversion Funnel


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That’s often easier said than done. Optimize search for revenue. / Fine Tune the Conversion Funnel Let’s say Suzie searches for “marketing automation software”. Google serves an organic listing for your site linking to your latest eBook. Suzie clicks on the link, but then decides to go to lunch. While she’s at lunch, browsing the NY Times on her phone, she sees a display ad for your eBook. Suzie clicks on the ad and downloads the eBook. Sales gives Suzie a call a few hours later, and sets up a demo appointment. A month later Suzie buys your software!


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With closed-loop reporting you can attribute credit properly within your CRM. Optimize search for revenue. / Fine Tune the Conversion Funnel Suzie Smith First touch source: Organic Search First touch page: /eBook/marketing-automation Last touch source: Paid Search Last touch page: /eBook/marketing-automation Revenue commitment: $100,000


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On the Agenda


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QUESTIONS? ASK AWAY!


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e: results@webmarketing123.com t: 800. 619. 1570 Get a custom search assessment from our team! Sign up today and we’ll cover: Where you rank in relation to competitors Measure revenue opportunity from Search What you can do to accelerate results now Mike Turner, Webmarketing123 Director of Business Development Thanks! results@webmarketing123.com 800. 619. 1570 Let’s Talk!


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